I’ll admit it. When I was asked in earnest about green marketing strategies in January of last year, I half-suspected another oncoming marketing fad. But now everyone from my drycleaner to the corner gas station is claiming to be green. Green marketing isn’t a new phenomenon. If fact, gre ...
Perception: Blessed be the brand. Our "brand" is so valuable that it must be revered and protected at all costs. The agency that developed our brand knows exactly what people will respond to. Reality: Most agencies that develop brands are working from some research and their own opinio ...
... for the sake of direct marketing strategy. That's utter nonsense! You simply do not have to sacrifice brand in order to do strategic direct marketing. But you do need to balance brand with the ultimate marketing goal whether it is selling, generating, or customer relationship enhancement.
